Planning Tourism Marketing

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Planning Tourism Marketing The Importance of
Image

• Market Market Communication
• 20. 10. 2008 / AT

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Content

• Destination image
• a defining model
• Case Branding Europe
• sources of image formation
• a cultural image model the example of UK/DK
• Marketing planning
• Matching supply and demand
• A strategic marketing planning process model
• marketing mix

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Destination image choice of tourism destination

• At all stages in the selection process,
  touristic images help determine which
  destinations remain for further evaluation and
  which are eliminated from further consideration
  (Gartner 1993, p.209).

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Source Echtner Ritchie (1991) p.6.
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(Gartner 1993 p.210)
Source Gartner (1993) p.210.  
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Importance of organic/autonomous images
Image promotion... is only very rarely the
creation of new images in a perceptual vacuum it
is far more usually the accommodating, modifying
or exploitation of existing images, derived from
a wide variety of sources over which marketing
has little or no control... The receiver is not
a passive victim of incoming messages which
immediately affect existing images and thereby
behaviour effective promotion requires active
collusion... itself a consequence of
pre-existing dispositions (Ashworth Voogd,
1990 p.80).
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A cultural image model (Therkelsen 2003)
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Network of cultural images an example
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Cultural images a shortcut to positionering

• useing the cliché as a hook on which to hang
  more detail the cliched identity can then be
  reshaped and given greater complexity through
  effective and consistent marketing (Morgan
  Pritchard, 2001, p.275).

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(Pearce 2007 p.94)
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(Weaver Lawton 2006 p.211)
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Strategic marketing planning process (Kotler et
al. 1999 p.107)

• Place audit (attraction/hotel/restaurant)
• Identifying place attraction factors,competitors,t
  rends
• Classification of strengths/weaknesses,
  opportunities/threats
• Establish main issues to be addressed
• Vision goals
• Identify attraction factors to be sold
• Identify target markets
• Long-term and short-term goals
• Strategy formulation
• Competitive advantages and resources to be
  evaluated continuously
• Action plan
• Who is responsible, how is the action to be
  implemented, costs, completion date
• Implementation control
• Regular reviews of communitys progress towards
  its goals

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Marketing mix in tourism context (Weaver Lawton)

• Place
• the destination, closeness to markets,
  accessibility
• Product
• products/services/destination, quality /-
  controllable
• People
• personnel, tourists, locals
• Price
• offers pull factor, high price - indicates
  high quality
• Packaging Programming
• grouping of products package tours
• Partnerships
• horisontally or vertically
• Promotion
• Personal selling, sales promotion, PR,
  advertising, merchandising

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Further readings

• Ashworth Voogd (1990) Can places be sold for
  tourism? In Ashworth Goodall Marketing
  tourism places London Routledge
• Gartner (1993) Image Formation Process. Journal
  of Travel Tourism Marketing, 2, pp.191-216
• Kotler et al. (1999). Place Marketing Europe.
  Prentice Hall
• Therkelsen A. (2003) Imagining Places Image
  Formation of Tourists and its Consequences for
  Destination Promotion. Scandinavian Journal of
  Hospitality and Tourism, 3, 2, pp.134-150